Published by ChinaMNC · Putuo

Shanghai Forum Highlights Public Relations as Soft Power for Cross-Cultural Business Trust

The 2026 Shanghai International Public Relations Forum underscored how public relations and cross-cultural understanding can build trust for foreign founders operating in China. While the event did not address company registration directly, its themes of dialogue, empathy, and international outreach have practical implications for foreign entrepreneurs navigating China's business environment.

What the Forum Means for Foreign Founders

The 2026 Shanghai International Public Relations Forum, held on the Huangpu River and marking the 40th anniversary of the Shanghai Public Relations Association, brought together Chinese and international speakers to discuss public relations as a tool for cultural exchange and mutual understanding. For foreign founders, the key takeaway is that building trust and understanding local context are essential for successful operations in China. The forum emphasized that public relations is not just about messaging but about listening and fostering empathy—skills that are directly applicable when navigating China's regulatory and business landscape.

Public Relations as a Soft Power in Global Governance

Sha Hailin, president of the Shanghai Public Relations Association, noted that public relations has become an indispensable soft power in global governance, serving functions such as communication, interest coordination, and conflict resolution. From public diplomacy to cross-cultural communication, public relations is increasingly seen as a path to international understanding and cooperation. For foreign founders, this suggests that engaging with local stakeholders—government, partners, and communities—through transparent and respectful communication can help build the trust necessary for long-term success.

Bridging Civilizations: From Conflict to Community

Meng Jian, director of the International Public Relations Research Center at Fudan University, outlined two approaches to civilization: one that views civilizations as incompatible units prone to conflict, and another that sees them as a community of shared future, advocating mutual respect, equal dialogue, and mutual learning. China's Global Civilization Initiative is presented as a response to the latter. For foreign founders, this underscores the importance of cultural sensitivity and the value of two-way learning. Understanding China's business culture and regulatory environment is not a one-way street; it involves listening, adapting, and finding common ground.

The Role of Empathy in Cross-Cultural Communication

Huang Shiping, president of the Jiangsu Public Relations Association, used the example of Li Ziqi's short videos to illustrate that the key to successful cultural translation lies in grasping the emotional core. He proposed moving from "I know you exist" to "I understand how you feel." For foreign founders, this translates to the need for empathy in business interactions. When dealing with Chinese authorities, partners, or customers, understanding their perspectives and communicating with emotional intelligence can facilitate smoother negotiations and problem-solving.

Multi-Stakeholder Responsibility in Cultural Exchange

David Gosset, founder of the China-Europe-America Global Initiative, reminded the audience that multicultural communication is not solely the government's responsibility; every multinational company, museum, foundation, and symphony orchestra has a role to play. He noted that a painting can sometimes open dialogues that diplomacy cannot, and an exhibition can showcase other civilizations in ways political discourse cannot. For foreign founders, this implies that corporate social responsibility and cultural engagement can enhance a company's reputation and relationships in China, beyond formal registration and compliance.

The Value of International Education and Diverse Teams

Jeffrey Lehman, vice chancellor of NYU Shanghai, addressed the question of whether studying abroad still makes sense. He argued that the ability to collaborate effectively in multicultural teams is more important than ever, and the best way to learn this is to be a minority member in a diverse group. Overseas education is an effective way to achieve this. For foreign founders, this highlights the importance of building diverse teams and fostering cross-cultural competencies within their China operations, which can aid in bridging understanding with local stakeholders.

Shanghai as a Bridge for International Dialogue

Multiple speakers suggested that Shanghai should become a "bridge" for international civilizational dialogue. Meng Jian noted that Shanghai has accumulated many practical cases in business facilitation, city internationalization, and cultural diversity. These institutional communication capabilities form a solid foundation for building urban soft power. He emphasized the need to turn occasional goodwill from exchanges into stable order and one-time contacts into sustainable trust. For foreign founders, Shanghai's commitment to internationalization and business facilitation means a relatively welcoming environment for setting up and operating a company, with ongoing efforts to improve the ease of doing business.

People-to-People Exchanges as a Stabilizing Force

Fu Jihong, vice president of the Shanghai People's Association for Friendship with Foreign Countries, stated that cooperation facilitated by non-governmental forces can remain relatively stable even when bilateral relations fluctuate, as both sides are willing to continue trusting and relying on each other in specific matters. Mutual benefit and emotional resonance together support deeper civilizational exchange. For foreign founders, this suggests that building strong local relationships and participating in people-to-people exchanges can provide a buffer against political uncertainties and help maintain business continuity.

Practical Implications for Company Registration and Operations

While the forum did not directly address company registration procedures, its emphasis on trust, empathy, and dialogue is relevant for foreign founders. When registering a company in China, understanding the local regulatory context, communicating effectively with authorities, and building relationships with local partners are crucial. The forum's themes imply that a thoughtful approach to public relations and cultural integration can complement legal and administrative processes, helping foreign founders navigate China's business environment more smoothly.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.

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